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Insurance is one of the most highly competetive keywords, and life insurance remains one of the most searched phrases in that sector. So for today’s landing page review, we’re going to be taking a look at several Life Insurance landing page examples – as requested in last week’s appeal.
Each landing page will be looked at from the point of view of the user in order to determine whether the page delivers a clean, successful landing, or a bad one. Areas that require attention will be highlighted and suggestions for improvements will be made along the way.
Legal & General
1. Headline needs to speak to me more
Okay, at least I know this page is relevant to my needs, but there’s no personality or anything in the headline to keep me engaged.
I think it’s always a good idea to tug at the old heart strings when it comes to any kind of insurance – injecting some emotion into an otherwise sterile product.
How about something as simple as: “Get a Life Insurance Quote & Protect The Ones You Love – From Just £6 a Month”.
2. Image needs more ‘togetherness’
There really isn’t any context between the image and the proposed offer. Using imagery of people to advertise this kind of product is essential, but it needs to be done in a way that builds a narrative that potential customers can relate to.
I would strongly suggest using an image of a familiar scenario, such as a close-knit family enjoying a walk/meal/relaxing together – anything that provokes an emotive response out of the user. This will make it easier for them to recognize the benefits of your product in a way that is relevant personally.
3,4,5 &6.CTA, quantity over quality
There’s far too many call-to-actions on the page, and its definitely a case of quantity over quality. The first problem is that they’re all over the place – there’s no clear path and this makes it difficult to focus on just one.
The second problem is with the design of the CTA Button itself; the shape and accompanying button text is fine, but the color is exactly the same as a number of other elements on the page and as a result they don’t stand out enough. This needs to be changed immediately.
Also, neither of the CTA Buttons are big or dominant enough to really catch the eye – they don’t look important enough to warrant an action, and this is fundamental problem.
This is a sloppy-looking landing page, largely due to the incohwerant structure. Far too confusing, a real headache to navigate. My advice would be to tear it all down and start from scratch – building your structure around, and leading up to, that ONE CTA. Crash Landing!
Compare Life Plans
This page could definitely benefit from some more effective imagery.
My first suggestion would be to use pictures of people who represent the target customer – in this case over 50s – and place them in a narrative that is familiar and emotive; interacting with grandchildren/younger generations is a widely recognize example.
My second suggestion – seeing as this is a life insurance comparative page – would be to use a picture of somebody who represents ‘service’, such as a friendly-faced operative sitting at their computer. This helps to establish trust rather than relevance, but is equally important – especially when appealing to an older demographic.
It would be interesting to run the two ideas and see which produces the better conversion rate.
2. Can this info be condensed?
There’s a lot of information here, which is fine because you’ve kelp the bulk of it below your call-to-action, but it still seems like a lot of information for a single page.
My main concern is that people will be instantly put off by the way all this copy has been formatted – it just looks like too much of a headache.
I’d suggest a re-edit and getting rid of anything that isn’t essential. Then you need to format all this text in a way this easier to digest, such a bullet-points and text boxes.
3. Not very trustworthy
I don’t like this element because it instills doubt rather than trust – it’s a quick, cheap way of trying to convince that your service has been of benefit to others.
Seeing as though your dealing with an older demographic, I’d suggesting using good old fashioned word of mouth as your social proof – positive customer feedback and testimonials always work best, but never more so than with this target audience.
This is quite a lengthy landing page. Now, that’s not always a bad thing – quite often it’s better to include as much information so visitors feel reassured without having to look elsewhere. But it would be nice to see some of that copy edited down and formatted neatly. Crash Landing!
I’m not entirely convinced by the leading tag on this headline – ‘Rewarding Experience’ sounds more like an advertisement for a bungie jump rather than life insurance.
I would usually – where possible – lead with a direct reference to the nature of your product/service (in this case, life insurance) or the immediate benefit of sticking with the page (in this case, a quote) and always picking the stronger of the two.
Seeing as though there’s no indication of this being a ‘Free’ quote, I would simply replace the opening tag with “Life Insurance”.
This way, it remains in-keeping with the initial style (which I do think is effective) whilst being relevant enough so that new page visitors will understand what the page is all about.
2. External links are bad
External links are bad, and every week I find myself seeing more and landing pages that include them. Why? If your customer want to find out more your company or visit your primary site, then they will do in their own time. This is your time, don’t let them waste it.
I’m taking a look at the call-to-action area as a whole here, and I’m not liking what I’m seeing.
The call-to-action copy is hardy motivational. All these value-points need to made to look more appealing, as if they really mean something. Start by attaching them to bullet-points and maybe play around with the text size/color.
Now for the CTA Button itself; it’s far too bland and doesn’t standout nearly enough as it’s supposed to. The biggest problem is the color – I would recommend orange instead of white (always a go-to color for clickable elements) and maybe get rid of the shading. Flat-looking buttons are almost always more appealing to click.
First, the positives; this is a really nice-looking landing page and utilizes imagery perfectly (take note, pervious examples). But there’s a just a few minor problems here and there that leave it falling short – almost as if it was never properly finished. Crash Landing!
Next Week’s Clean Landing or Crash Landing Next week we will be critiquing landing pages dedicated to ‘Laser Eye Surgery‘ so we welcome any example landing page examples for review. Please send the URL of your landing page examples to firstname.lastname@example.org.
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